According to the ANA, 52% of marketers will ask their agencies to lower their internal costs. In other words, to become more cost-efficient.
But rather than lowering their costs, what if agencies asked their clients to raise their expectations?
What if agencies went to their clients and said, from now on, failure will no longer be lucrative in regards to our work? If the ads we create don’t perform, we don’t make a profit.
How many marketers do you think would say “yes” to something like that?
I don’t think that many, actually.
Because as attractive as it sounds on the surface, advertisers will think there’s a trick. “Why should failure no longer be lucrative?” they’ll ask.
And the next question would be, “How do you define failure?”
That’s a damn good question, isn’t?
And therein lies the rub. You see, because marketers have a difficult time defining failure or success, they keep asking agencies to cut here and cut there.
And ever so slowly, creativity dies of a thousand cuts.
So instead of dying slowly, let’s let creativity die of it’s own accord.
If what the agency creates doesn’t inspire, motivate or intrigue people into watching or participating, then yes, the agency doesn’t make a profit.
What would be the result?
And the end of 52% of marketers asking agencies to lower their internal costs.